How to produce an advertisement that sells? By David Ogilvy
10 rules: (My note: while these rules were written by Mr.Ogilvy in the context of advertising, it holds good for any creative work!!!!)#1. Do your homework:
Study the product that you plan to advertise. The more you know about it, the more you are likely to come up with a big idea for selling it. Else you run the risk of 'the slippery slope of irrelevant brilliance
#2. Positioning:
' what the product does?
' Who is it for?
#3. Brand image :
people don't choose products.
people choose its image
#4. 'What's the big idea?'
Big idea comes from the unconscious!
Stuff your conscious mind with information.
Then unhook your rational thought process
Go for a long walk!
Suddenly the telephone line from the Sub-conscious is open - ' A Big Idea wells up within you
#5. Make the product the Hero:
There are no dull products. Only dull writers!
#6. 'The positively good'
Convince customers that your product is ' positively good' . Not necessarily superior to the competition.
#7. Repeat your winners
' You aren't advertising to a standing army; you are advertising to a moving parade'
Dont hesitate to repeat your best work!
#8: Word of mouth:
Try to get it! Dont ask me how!
#9. Down with committees
( no need to say more
)
)#10. Pursuit of knowledge
Know more than others!
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